The aim of this study is to explore the idea that people can imagine themselves in a destination and can have imagined experiences. This broadens our understanding of how people think about destinations and provides an extension of the established destination image literature, and that which explores actual tourist experiences. The research involved asking 300 Czech residents who had never been to London to imagine what it would be like to visit. Their responses were examined qualitatively using thematic analysis. The findings suggest that people can imagine experiences and that these involve a range of sensations; much like ‘real’ experiences.